Live delivery of goods, mainly by “mouth”
Editor’s note: This article comes from WeChat public account “Interest Interactive” (ID: SocialTouchCRM) , author: Heron.
With more than ten years of entrepreneurship, Luo Yonghao’s fifth start-up live broadcast brought goods, claiming to be a “brother with goods”, which caused a lot of attention.
Remembering today ’s “Brother with Goods” Li Jiaqi, he remembered a male friend of his own. From watching Li Jiaqi ’s live broadcast as a “variety show”, he later held the show and became a general manager. Will buy one or two loyal fans.
This can’t help but make people curious. What is the charm of Li Jiaqi? What is the charm of Luo Yonghao, and can he defeat Jiaqi and become a brother with goods?
To be a brother with goods, you cannot do without four magic weapons
Simplified interpretation of the question of who can bring goods, first of all, we must understand why the live broadcast is so entangled, why are consumers willing to buy?
That is, instead of discussing how to sell goods in the live broadcast room, it is better to discuss why consumers buy goods in the live broadcast room. Push back from the results, don’t you find the secret of being a brother in the live broadcast?
1. Price growl
What is price roar? Speaking of which, I have to expose a story that only mothers will remember.
That was a night ten years ago, and the mother was so sleepy on the sofa. The moment she pressed the remote control to switch programs, she suddenly snarled, “As long as 998! The lowest price in history! No specialty store in one place will have a price lower than 1,000 yuan, with a break price of 998! Buy it and earn it! Buy it and earn it! “…
Link to the original video: https://mp.weixin.qq.com/s/bonskHYQxFrx28DmIMC6xQ < / a> (please decrease the volume near 1 minute)
History repeats, our generation has watched live broadcasts, and has escaped this routine.
Jiaqi screams: “Really really cheap”, “It’s only 50 yuan for an order now, and the price will increase after ten minutes”, “This price is only available in Jiaqi Live Studio”, “I must get the lowest price Give back to fans “,” The price is below the lowest, I really don’t pick it up “…
Roughly estimated, 99% of live broadcast products today are all discounted promotions. Even products like Maotai, which often need to be snapped up, will be discounted to promote activities in the live broadcast room. Especially in today’s price transparency, consumers’ search for low-priced products is quickly confirmed, so price is often the first attraction.
So one of the core elements of live broadcasting is how to make the price radiate a powerful charm through “snarling” …
2. Planting grass genes
The product is the body of the sale, but the core of live sales is to refine the USP of the product in a short period of time to make it a core product attractive.
Here, you can use “fishing” as an example.
If the price is the “twisting” posture of the bait, the product’s grass gene is the bait itself.
Through a large number of live broadcast cases, it can also be found that in the process of the anchor carrying the goods, the time that reflects the product advantage often accounts for 80%. It takes 80% of the time to build the body of the bait and 20% of the time to twist the enchanting body. In the product content, 1-2 core planting genes are often emphasized in order to attract the fish and finally bite it.